Twitter is making more changes to its mobile advertising platform. In a blog post celebrating one full year of mobile ads, Twitter says app ads will soon have the option to be video-based.
The video ads will be much like those you find on other platforms, such as iTunes. Twitter isn’t limiting advertising to in-app activity as Apple does, though, so videos could also cleverly highlight the benefits of the app.
The company is also changing how advertisers pay for ad space. A new “optimized action bidding” scheme only charges for ads that see results:
This new bidding type allows app install advertisers to optimize their bids according to install, while still paying by app click — offering another way to lower cost-per-installs and yield the highest possible ROI.
The 💜 of EU tech
The latest rumblings from the EU tech scene, a story from our wise ol' founder Boris, and some questionable AI art. It's free, every week, in your inbox. Sign up now!
Advertisers can also bid and pay for ads based on installs. Twitter says that can increase cost-efficiency for many of its customers.
➤ Celebrating 1 year of mobile app promotion [Twitter]
Read next: Twitter is experimenting with ads on user streams
Get the TNW newsletter
Get the most important tech news in your inbox each week.